Are Roles The ‘Salt and Pepper’ of Ecosystems?

Abstract: Purpose: The thesis aims to address the different roles incumbent firms can take in the emerging plant-based ecosystem and to contribute with new understandings related to these ecosystems. Theoretical framework: The theoretical foundation for the thesis is rooted in theories on systems thinking, ecosystems and with a discussion around the roles that are inherent in ecosystems. This is accompanied by theoretical perspectives on incumbency, strategy, roles and ecosystems. Methodology: To fulfil the proposed research question, a qualitative single-case study was conducted, following an abductive research approach. Eleven semi-structured interviews were used to collect data, with representatives from the case company, researchers, managers, and scholars. Empirical foundation: From the eleven semi-structured interviews, seven were with representatives in diverse senior positions in the case company. The other four were with people outside the case company, working in academia, research and an incumbent dairy industry firm. Findings: Our analysis of the empirical data categorised ecosystems as an advanced form of collaboration, highlighting the relevance of roles and leadership-based roles, for the system-level purpose of the ecosystem to be attained. Our findings indicate that incumbents hold core positions in ecosystems, with an expectation to occupy leadership-related responsibilities, due to their substantial resources and capabilities. Connection and partnerships were considered the most critical aspects within ecosystem dynamics, reinforcing the significance of ecosystem actors and the linkages shared between them, for aggregated value to be leveraged. Contribution: This study contributed to ecosystem theory by introducing the study of roles from the perspective of an incumbent firm. We present our empirical contribution in relation to plant-based, and discuss it from the strategic standpoint of an incumbent in food processing and packaging.